How To Develop A Specific Event Goal So That Your Event Will Become Successful
Events are made for a specific purpose, so it must be carefully planned. The first thing that you need to iron out in planning an event is the goal. The event’s goal will serve as your guide as to how you are going to hold a particular event. Also, this includes the strategies you can use to evaluate the success rate of an event. But before you come up with a goal, you have to answer first the following questions:
- Why will you hold an event?
- Who is your target audience?
- What are the materials or resources needed to achieve your goal/s?
- How are you going to measure the success of an event?
After you answer the questions listed above, that’s the time that you can formulate your goal. Below are some of the proven steps to develop a viable event goal.
- Specific. If you want your event to become successful, make sure you formulate a specific goal. During the planning stage, trim down all the possible goals that you want to achieve and sort them out to come up with a more definite objective. A goal is specific when its success rate is translatable to numbers. For example, the goal ‘increasing the company’s brand awareness in the first quarter of 2019’ is more specific than the goal ‘boosting the company’s overall growth.’
- Measurable. Another important consideration in developing a goal is that it must be measurable. In other words, you must know how to measure the success rate of an event. To systematically measure an event’s outcome, you need to use KPIs (Key Performance Indicator). KPIs are tangible indicators demonstrating how a live event achieves its objectives. Some of the most common KPIs used to evaluate the success of an event include attendance, acquisition, demographics, social media mentions, return on investment (ROI), post-event follow up activities, and website traffic.
- Attainable. Don’t ever think of a goal that is ‘too-good-to-be-true’ because it will just cause disappointment. Keep in mind that in every event, there are some limitations that you must consider. Thus, develop a goal that is realistic. For example, if you’re expecting 300 attendees don’t expect that you’ll convert 1,000 leads.
- Relevant. A well-defined goal must be relevant to your target market. That is why you must exclude self-interest in conceptualizing of a goal. This is to ensure that you don’t have any hidden agenda of conducting a live event- only a genuine heart to help your target market.
- Time- bounded. For your live event to become successful, make sure that you set a goal that is time-bounded. This means that the goal that you laid must be achievable within a given period of time. Come up with a compact program that ensures all the speakers can present their respective topics while also providing the attendees time to ask clarifications.
- Research. The acronym S.M.A.R.T. is well-known in goal conceptualization, but you also need another thing- Research! You can’t be too comfortable about the swift flow of your event unless you did research. Identify the possible weak points and find ways to resolve them immediately before they can ruin your event. Research, in event marketing’s perspective, includes the background checking of the resource speakers. To ensure that audience will listen attentively, make sure to invite resource speakers with unmatched integrity on their respective fields of expertise.
What are the Common Goals for Conducting an Event
There are endless possible goals in which you can anchor your live event. However, not all goals provide the same results. That is why before you conduct an event, double-check the goal first. Check whether the objectives you’ve laid, indeed, correspond to your intended outcome.
Here is a run-through of the most common goals applied in event marketing.
- Brand Awareness. Generally, this event marketing goal suits best for launching a new brand, product, or service. Compared to TV ads, live events yield a higher ROI. Based on studies, 74% of customers formed a positive outlook towards a particular brand after attending an event.
- Driving Sales Growth. This could be the most common goal why B2B and B2C marketers launch live events- because they want to boost their sales. Indeed, live events are effective in increasing sales since they provide face-to-face interaction between the service or product provider and the customers.
- Recruitment Purposes. Some events are intended for the recruitment of an additional workforce. If you are looking for additional staffers through a live event, this is a huge saving to your end. Why? Because you’ll just have to spend on a one-time event, but what you’ll get is an influx of attendees.
Thinking of a goal could be the most crucial part of planning for an event, but this is also the most rewarding. So, before going to more in-depth details, make sure first to identify the SMARTEST goal that you can use for your event.
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